If you are going to use podcasting to supplement your marketing efforts, you need to stick by the ‘added value’ marketing rule. One tried and true way to get people to try your new medium - whether your website, your email newsletter, your blog or your podcast - is to offer something extra.

Making your podcast something more makes it worthwhile to people. It is not just a redistribution of your content, but also has unique value of its own.

For example, the CBC Radio Podcasts is a pilot project that puts radio content - Radio One, regional content, music talent from Radio 3 - as well as exclusive content available to podcast listeners only. This means it is not just a live or delayed streaming of the radio shows, it is something unique and different.